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Sales Models, Metrics, and Motions Blog

6 Lead Generation Metrics You Should Know

by Trish Bertuzzi on Tue, Aug 28, 2012

Lead Generation compensation
We recently published our 2012 LeadGen Metrics & Compensation Report. Just under 200 technology companies participated and we compiled 20 pages of data, insight & ideas.

For those of you who don’t have the time or energy to read the full report (and I hope you find both at some point), I thought I’d assemble a few snippets for you.

  • Did you know that 70% of LeadGen groups now report to sales? Major swing in that direction! 
    But those groups heavily focused on inbound qualification are more likely to report to Marketing. (pg. 5) Tweet this stat  –or-  Share on LinkedIn
  • The percentage of Companies hiring LeadGen reps with less than 1 yr of experience has doubled from '10 to '12. Good news recent grads!
    The hiring landscape has certainly changed. Hiring for experience in lead gen roles is no easy feat and average experience at hire has dropped from 2.5 to 2 years. (pg. 8) Tweet this stat  –or-  Share on LinkedIn
  • It takes an average of 3.1 months for a LeadGen rep to ramp to full productivity. Sales-led groups ramp faster.
    Counter intuitively, we found that inbound-focused reps have a longer average ramp than outbound reps – 4 months vs. 2.9. (pg. 8) Tweet this stat  –or-  Share on LinkedIn
  • Got social prospecting? 87% of LeadGen groups utilize LinkedIn. Just 27% use Twitter.
    Facebook brought up the rear with 15% usage. Taken all together, 91% of groups reported using at least one social source for prospecting. (pg. 15) Tweet this stat  –or-  Share on LinkedIn
  • Avg. # of calls per day for a lead gen rep: 56. With dialer technology, there’s a 25% jump.
    It isn’t surprising that groups using dialing technology would report higher daily activity levels. We did notice the biggest uptick in outbound-focused groups- reporting 59 dials/day (without) and 81 (with a dialer). (pg. 16) Tweet this stat  –or-  Share on LinkedIn
  • In a given lead gen group, 74% of reps are making quota. Up 17% from 2010.
    After a big drop in 2010, yes – those were dark days, the reps at quota numbers are much improved. (pg. 13) Tweet this stat  –or-  Share on LinkedIn

The full report is chock full of great information. I hope you take a look and come back to share your thoughts.

Happy Selling!

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